Manchester Community College Enrollment Management Plan DRAFT * Fall 2016 1 DRAFT * Last Updated 12/5/2016 INTRODUCTION The MCC Enrollment Management Committee (EMC) is comprised of a broad cross sectional group of members of the MCC community that are focused on ensuring the college meets its enrollment and student success goals. The college has adopted a Guided Pathway organized into three domains: TO (entry/recruitment), THROUGH (retention and persistence), and FROM (completion). The group models the college values: shared understanding, responsibility, and leadership. The EMC serves as an enrollment “think tank” and in many instances has delegated authority to make adjustments to our current enrollment practices and to implement new initiatives designed to improve enrollment outcomes. Definition of Enrollment Management: Enrollment Management is the coordination of the functions that directly affect the recruitment, admission, financial decisions, and retention of the students the school is committed to serving. Managing enrollments includes: (1) the analysis of factors influencing enrollment (including what attracts students and why they leave); (2) the establishment of a good student-institution match in recruiting and admission; (3) an orientation that facilitates the students’ transition into the college; (4) adequate advising and counseling; (5) an attitude of service to the students; and (6) promotion of an overall responsive environment. (Kotler, Philip and Karen Fox. Strategic Marketing for Educational Institutions. New Jersey: Prentice-Hall, 1995.) This enrollment management plan provides briefs on key issues related to MCC’s enrollment management, and identifies key strategies MCC faculty and staff are and will be pursuing to manage enrollment.
Transcript
Manchester Community College Enrollment Management Plan
DRAFT * Fall 2016
1 DRAFT * Last Updated 12/5/2016
INTRODUCTION
The MCC Enrollment Management Committee (EMC) is comprised of a broad cross sectional group of members of the
MCC community that are focused on ensuring the college meets its enrollment and student success goals. The college
has adopted a Guided Pathway organized into three domains: TO (entry/recruitment), THROUGH (retention and
persistence), and FROM (completion). The group models the college values: shared understanding, responsibility, and
leadership. The EMC serves as an enrollment “think tank” and in many instances has delegated authority to make
adjustments to our current enrollment practices and to implement new initiatives designed to improve enrollment
outcomes.
Definition of Enrollment Management:
Enrollment Management is the coordination of the functions that directly affect the recruitment, admission,
financial decisions, and retention of the students the school is committed to serving. Managing enrollments
includes: (1) the analysis of factors influencing enrollment (including what attracts students and why they leave);
(2) the establishment of a good student-institution match in recruiting and admission; (3) an orientation that
facilitates the students’ transition into the college; (4) adequate advising and counseling; (5) an attitude of
service to the students; and (6) promotion of an overall responsive environment. (Kotler, Philip and Karen Fox.
Strategic Marketing for Educational Institutions. New Jersey: Prentice-Hall, 1995.)
This enrollment management plan provides briefs on key issues related to MCC’s enrollment management, and
identifies key strategies MCC faculty and staff are and will be pursuing to manage enrollment.
Manchester Community College Enrollment Management Plan
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MCC ENROLLMENT TRENDS MCC’s credit enrollment has been decreasing for three years, across almost all segments of our student population. All CC’s in CT are experiencing similar trends of decreasing enrollment.
Row Labels Fa11 Fa12 Fa13 Fa14 Fa15 Fa16
Fa16 vs.
Fa15
Fa16 vs.
Fa11
Grand Total 7499 7692 7571 7300 6891 6780 -2% -10%
Accounting, Business and Paralegal (NET) 898 926 867 834 806 825 2% -8%
Information Management and Technology (NET) 137 129 126 115 121 106 -12% -23%
Liberal Arts & Sciences (NET) 694 769 764 746 827 798 -4% 15%
Multimedia and Graphic Arts (NET) 228 242 235 232 217 210 -3% -8%
Music Studies (NET) 62 79 91 73 64 68 6% 10%
NON DEG 851 757 797 736 939 986 5% 16%
Social Service (NET) 207 235 222 204 167 147 -12% -29%
Visual Fine Arts (NET) 144 150 143 114 129 119 -8% -17%
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MARKET FORCES * HS GRADUATE TRENDS Most projections suggest CT’s high school age population will decrease over the next several years. There is some evidence that populations in Hartford and Tolland counties may decrease less than other parts of CT.
MCC captures the majority of 2-year college enrollment from most HSs in our area. Several key feeder HSs are sending a decreasing share of their graduates to any higher ed (Manchester, Rockville); while other key feeder HSs are sending an increasing share of their graduates to 4-year vs. 2-year colleges (South Windsor, RHAM). Implications:
1. May be difficult to grow or even maintain enrollment of recent HS graduates 2. increasing competition for these students from 4-year colleges and universities
Strategies:
1. recruit at feeder HSs, develop relationships with HS staff, increase faculty participation in recruiting 2. increase access to high-touch student support programs targeted at recent HS graduates; 3. support improved public transportation options for students 4. invest in marketing of college and programs
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MARKET FORCES * CONNECTICUT’S ECONOMY There is evidence that MCC enrollment varies with employment rates. When job opportunities are available, many potential students choose to work, and when job opportunities are limited, many people will choose to attend or return to college to acquire education, credentials, and training. The number of CT residents employed is the highest it’s been in the past fifteen years.
Implications:
1. May be difficult to grow enrollment, particularly among adults. Strategies:
1. New academic programs in areas of regional workforce need 2. increase online class offerings 3. invest in marketing of college and programs 4. recruiting events focused on adult market and retraining programs
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MARKET FORCES * REGIONAL DEMOGRAPHIC TRENDS By 2025 in MCC’s top 10 feeder towns, the total population ages 15 to 49 will have a slight decrease in number; however, the population within age groups is forecast to change. Younger ages 15 to 29 will decrease in number while ages 30 to 49 increase. This shift is because of the state’s aging Baby Boomer population. The White population will decrease in number while minority populations increase (Fig 4). Both Hispanics and Blacks will have large population increases. Educational attainment is higher among Whites and Asians while lower among Hispanics and Blacks (Fig 3).
Source: “Demographic and Socioeconomic Snapshots of Connecticut Community Colleges” prepared for CSCU by Connecticut Latino and Puerto Rican Affairs Commission, April 2016
Implications:
1. Demographic changes that suggest increasing numbers of Black and Hispanic students may provide growth opportunities.
Strategies:
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MARKET FORCES * MCC BUDGET The state’s economic situation and enrollment declines suggest MCC will not be replacing all retirements, and our FT faculty and staff counts will decrease over the next several years.
Implications:
1. Staffing limitations in many or all areas of the college Strategies:
1. Identify and prioritize FT positions and EA support needs across EM and the college as a whole
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FINANCIAL AID AND AFFORDABILITY
Large numbers of MCC students are in need of financial aid to support their educational costs.
Among the almost 7000 credit students in Fa15:
4200, or 60% applied for FinAid
3300, or almost half of credit students are awarded some FinAid – avg award is almost $4000
2600, or almost 40% of credit students are Pell eligible – avg award $5100
1500, or 22% of credit students have EFC=0; their avg award is $5750
Implications:
1. Increasing reliance on Federal financial aid Strategies:
1. Communication plan that will increase number of students who apply for Financial Aid, with special focus on applying early in the process.
2. MCC Foundation scholarships – micro grant program, book fund 3. Cross-training of ECs to increase knowledge of Financial Aid and staffing flexibility 4. Books on library reserve by faculty to control book costs
NOTE – this page not updated with Fa16 data
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EFFECTIVE COMMUNICATION PLAN FOR APPLICANTS With a decreasing pool of potential applicants and increased competition for those people, effective communication with those who do apply is critical.
Communication Plan
1. Recruiting Activities – Open House, HS College Fairs, Special Events, etc. 2. Applicants 3. Acceptance Day 4. Financial Aid 5. Testing 6. New Student Advising 7. New Student Orientation/ Cougar Class 8. STARS, FIRST
Strategies:
1. Comprehensive communication audit and plan 2. Invest in marketing and outreach 3. Include advisors in messaging at earlier points in process 4. Improve coordination between admissions, testing, NSA, NSO, and first year programs 5. Add text messaging to communication plan
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DEVELOPMENTAL EDUCATION * PLACEMENT Placement of New Students, Direct from HS When we implemented PA12-40 in Fall 2013, there was an increase in the share of new students who were “college ready” in English, Math, and both. English seems to have stabilized, but the share who are ready for college level Math has continued to increase. Almost half the new students are college ready in both English and Math.
Applicants and new MCC students are arriving with lower average Accuplacer scores vs. the cohorts of a few years ago. The charts below show the distribution of English placement test scores, by range and by year. The shares accounted for by “more well prepared students” to the right of the chart have decreased. The shares accounted for by “less well prepared students” to the left of the chart have increased. Placement distributions (as shown above) are more stable because many students successfully challenge up to the next level of English. Note the lower yield rate for applicants with scores placing them in English 096.
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HIGH-TOUCH STUDENT SUPPORT PROGRAMS MCC’s Student Support Programs have consistently resulted in the participants out-performing comparison groups on measures of student success.
The SOAR program targeted Fa14 new full-time students for monitoring and interventions. Note the dramatically higher retention and 1st year success rates of the Fa14 cohort vs. others.
Implications: 1. High touch student support programs improve retention, and therefore enrollment.
Strategies:
1. Invest in these best-practice student support programs – EA positions. 2. Identify grant opportunities to support FIRST 3. Research key factors that make these programs successful and embed in IDS 101
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DISTANCE LEARNING MCC faculty and staff have expanded the distance learning opportunities available to our students. Enrollment in online classes has doubled from Fa10 to Fa16. In Fall 2016 20% of credit students are enrolled in one or more distance education courses – up from 18% in Fa15. Evidence suggests online classes fill faster than the same class run in traditional classrooms.
Implications:
1. Online classes may present an opportunity for enrollment growth
Strategies:
1. Include ability and willingness to teach online as criterion in searches for new faculty;
2. Recruit adjunct faculty willing and able to teach online;
3. Provide professional development to support online pedagogy
4. Provide student primer/orientation on online courses
5. Audit online offerings to identify underserved disciplines
6. Make delivery method part of online schedule
7. Provide release time to move traditional class curriculum to online curriculum
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EFFECTIVE COMMUNICATION PLAN FOR CONTINUING STUDENTS The EMC and other groups have discussed and implemented a variety of strategies to increase the number of students who receive advising, prepare an academic plan, and continue their studies. Increasing the number of continuing students is central to maintaining strong enrollments.
Elements of an Effective Communication Plan for Continuing Students
1. 1st day program roster – red-yellow-green targeted messages 2. Advising weeks – individual and group advising 3. Roadmap, Simplicity, Degreeworks 4. End of semester program roster – contact students for advising and registration 5. Summer – Call Center contacts potentially continuing students and field Qs to general info #s
Implications: Strategies:
1. EM Calendar tied to communication strategies 2. Continuing student web page with links to advisors, updates/messaging 3. Provide video message from Advising and Financial Aid to be played in class during last week of classes
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MCC STRATEGIC PLAN Mission
Manchester Community College advances academic, economic, civic, personal and cultural growth
by providing comprehensive, innovative and affordable learning opportunities to diverse populations.
We are a learning-centered community committed to access, excellence and relevance.
Academic Excellence
MCC demonstrates academic excellence and rigor in its programs and courses, and continually improves the quality of
learning, teaching and student support.
1. Develop and enhance curriculum to meet student and workforce needs. 2. Create and implement a comprehensive assessment plan. 3. Increase student access to advising and support services
Student Success and Enrollment Management
MCC is a college where all students develop a clearly identified pathway to meet their educational goals.
1. Develop an academic advising program/plan that will result in more students meeting their educational goals 2. Improve our students’ first year experience and outcomes 3. Invest in holistic student support and retention services 4. Increase credit and non-credit enrollment
Partnerships
MCC meets the needs of our students and stakeholders by leveraging the collective creativity, experience, and
commitment of the college community and our regional partners.
1. Expand and develop connections with local and national governmental, cultural, business and educational institutions
2. Promote the work of MCC faculty, staff, students and alumni in the community 3. Develop a culture of philanthropy with internal and external partners
College Culture
MCC is a world-class organization where we intentionally build our capacity for shared leadership, shared understanding,
and shared responsibility. The college fosters a culture of innovation, diversity and inclusion.
1. Develop an effective communication plan to support student success, faculty, staff and external stakeholders 2. Allocate resources in ways that encourage creativity and innovation in meeting the College’s goals 3. Invest in programs that celebrate our diversity 4. Promote an environment of civility and collegiality among members of the college community 5. Promote an environment where each of the college’s Divisions contribute to all five strategic goal areas
Stewardship
MCC actively protects its assets and continually seeks to develop new resources. The college’s reputation, human
resources, physical spaces, capital assets, technology infrastructure, alternative funding sources, and accreditation are all
critical components of student success. The college explores and adopts sustainable practices.
1. Under a balanced budget, provide infrastructure that supports learning
